TikTok continues to innovate in bringing together various brands and creators. The latest push from TikTok on this front is a new ‘Creative Challenge’ initiative. TikTok’s new project will allow creators to pitch to brands with their clips, potentially earning via ad partnerships. It sounds like a minor update, as TikTok works double time to improve creator monetization, but it could be crucial.
Challengingly Creative
Outlined by creator Dayneo (@tiktoknewsroom), TikTok’s ‘Creative Challenge’ allows creators to join a brand-posted challenge. Said creators must then post content the brand can review for potential paid collaboration. It sounds like a simple and effective way to improve the value of partnerships and brand content on the platform.
As per TikTok:
“TikTok Creative Challenge is a new in-app feature that allows creators to submit video ads to brand challenges and receive rewards based on video performance. Creators can browse through the list of challenges, read the challenge’s brief which displays the reward pool and details rules and requirements, and submit their video ad. The Creative Challenge gives creators full creative freedom over their ads, unlocking more opportunities for creators to collaborate with brands in a way that’s most authentic to them.”
According to TikTok, once creators join the program, they will have access to a trove of extra resources. Among included bonuses are a dedicated Creator Community Group and a mentor program for expanded knowledge-sharing.
Brands can choose up to 30 ad creatives from each challenge, with the revenues then shared with select creators. That provides TikTok with another in-app monetization pathway. On top of that, creators can also qualify for various performance-based bonuses. The program is similar to TikTok’s recently launched ‘Open Applications’ process, which allows brands to post details about upcoming campaigns. Interested creators can later respond with a pitch, with interactions often stemming from TikTok’s Creator Marketplace.
The primary difference is that Creative Challenge is open to a broader pool of applicants. That opens up the option’s appeal, as it does not restrict reach to just the Creator Marketplace. The process is essentially the same, facilitating higher connection between brands and relevant creators. That is an important element to consider, given how TikTok works to improve creator monetization. Meta and YouTube also attempt to sweeten their deals to increase their appeal to creative talents. In the end, the platform with the best deal gets the top creators.
The Wrap
It could be a good option for TikTok stars and an effective way to make a little extra from your clips. However, as short-form monetization remains fairly restricted, the revenue share will likely stay limited. Regardless, interacting with enough of these challenges could net you a substantial in-app cash flow. In that respect, becoming a full-time creator on TikTok sounds like a viable option. While TikTok’s future in the US remains somewhat murky, the insights you can glean from this experience could be significant.
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